| KOREA |
| MR
turnover |
US
$184 million |
| MR
turnover as % of
GDP |
0.03%
|
| MR
industry growth,
2003-2004 |
6.3% (Asia Pacific:
5.2%; World: 5%) |
Regional
ranking
(based
on turnover for Asia
Pacific countries) |
4 |
Global
ranking
(based
on turnover)
|
15 |
| MR
spend per capita
|
US
$3.87 |
| MR
spend as proportion
of ad spend |
2.9% |
| [Source:
2004 ESOMAR Industry
Study] |
The Korean MR market grew at slightly higher rate than the average for the region in 2004. MR spend per capita is a $3.87 - higher than most countries in the region, but still lower than Singapore $10.62), Japan ($10.14), Hong Kong ($9.76) and Taiwan ($4.21). only Singapore and Japan make it into the global top 20 list for spend per capita, and none comes close to world beater UK at $40 per head.
MR spend as a proportion of ad spend is just 2.9% - compared with a figure of between 5% and 10% in most rich industrialised countries, and as much as 15.1% in France and 12.8% in Sweden.
| KOREA
- Top ten Korean
MR firms |
| Name
|
Sales
(US$m) |
| ACNielsen
Korea |
23
|
| Research
International (inc.
KRC) |
18 |
| TNS
|
17 |
Hankook
Research
|
17 |
| Gallup
Korea |
14 |
| Synovate |
11 |
| Media
Research |
6 |
| Active
Insights |
5 |
| Dongseo
Research Inc. |
4 |
| Research
& Research |
4 |
| [Source:
KOSOMAR, DATE??????]] |
Other international firms with a presence in Korea include Ipsos, Millward Brown, and ORC.
Trade bodies
Korean Society for Opinion & Marketing Research (KOSOMAR)
www.kosomar.or.kr
|
